Catalog Advertising Allocation

The catalog advertising allocation problem is one of allocating space (pages) in a catalog to products. Different allocations of space will have different catalog preparation costs and will produce different total catalog sales. This paper presents a model to forecast the sales results of different space allocations, reports on the empirical validity of the forecasts, and then presents a model to maximize sales subject to a total catalog cost constraint.

• 저널Management Science · 15(10) · B–521
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mnsc.15.10.b521
• 저자W. D. Sokolick, Philip H. Hartung